WARNING: Spoilers for the series premiere of And Just Like That… below.
As Sex and the City fans tuned in for the premiere of the new revival series, And Just Like That…, they were greeted with quite the shock as the show proceeded to kill one of its major characters. After working out on his Peloton exercise bike, Chris Noth’s Mr. Big dropped dead of a heart attack, which was not only a surprise to viewers, but also to Peloton, who thought it had signed up for an innocuous product placement. Not even close!
Following Big’s death after getting in a workout on his Peloton, the company’s stock price dropped, and it quickly went into crisis mode by busting out some Sex and the City trivia to pin the blame for Big’s death on his lifestyle. Via Us Weekly:
“I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack. Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk as he had a previous cardiac event in Season 6,” the company stated in a statement from Dr. Suzanne Steinbaum to Us Weekly. “These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton bike may have even helped delay his cardiac event.”
The whole situation has been a debacle, so naturally, the internet has been having a field day. People can’t get over the thing where Peloton had no idea one of its products was about to kill a beloved Sex and the City character, and the reactions have been non-stop. It’s the Crock Pot in This Is Us all over again.
Peloton on 8 Dec: Yay, we have a product placement on #AndJustLikeThat 🎉
Peloton on 9 Dec: pic.twitter.com/Zozf9ngblm
— Ross Purves (@RossSPurves) December 9, 2021
— Cathryn Setz (@cathrynsetz) December 9, 2021
idk who at peloton made sjp or michael patrick king mad, but clearly …
— alex (@alex_abads) December 9, 2021
— Sarah Allegra Nehama (@NehamaSarah) December 9, 2021
Just finished the first two episodes of "And Just Like That" and can someone please check on the Peloton girl and make sure she is ok pic.twitter.com/d0w8IZYZKM
— Meredith Plays Horn (@meredithmoo25) December 9, 2021
— Rain (@petrichoregon) December 10, 2021
got a feeling we won’t be seeing this kind of SATC enthusiasm (from last week) in future Peloton classes pic.twitter.com/GsKyAkqYQW
— adam (@adamjmoussa) December 10, 2021
Peloton agreeing to let their bike be shown but didn't know what it would be for is the funniest shit. Merry Christmas to me on this one pic.twitter.com/TpJ0IvbWBV
— Reed Brice (@thatreedbrice) December 10, 2021
— jo (@twiiterlessjess) December 10, 2021
Chekhov’s Peloton: the theory that, if you introduce a Peloton in Act I, someone has to die from riding it by Act III.
— Chekhov’s Peloton (@yosoymichael) December 9, 2021
— Kate Abel (@kateabel) December 9, 2021
as i looked at the ruins of the broken peloton, i couldn't help but wonder: had he been soul cycling when the cycle had taken his soul? pic.twitter.com/oWQOszwZUu
— miccaeli ✍️ (@renegadeapostle) December 9, 2021
This Peloton thing is HILARIOUS. A fictional TV show tanking a multi-billion dollar corporation’s stock via THEIR OWN product placement is pic.twitter.com/GUhLgwEDQh
— Aaron West (@oeste) December 10, 2021
crisis comms due to tv plots
— Madison Malone Kircher (Taylor's Version) (@4evrmalone) December 9, 2021
We did not wait years for a new series and go through all those ups and downs to have Big and Carrie to finally get together for Big to be killed off on episode one. We didnt sign up for this shit. Big deserved better 🥺😢😭😭 screw you peloton #JustLikeThat pic.twitter.com/MdiCRuRVPy
— Emma Beatty 🦋 (@EmmaLBeatty) December 9, 2021
And, finally, the best idea of them all, which Peloton should absolutely jump on. Seriously, make this happen.
Kim cattrall should do a peloton ad
— Natalie Walker (@nwalks) December 10, 2021